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Shellys going back to its roots with Aldo deal

Footwear brand Shellys is being given a fresh lease of life under a new design and distribution team  looking to return it to its 1990s glory days.

As revealed on Drapersonline.com, Canadian retailer Aldo has struck a global licensing deal with Shellys’ owner, Hong Kong-based Eternal Best Industries, to operate the iconic British footwear brand through its wholesale division Aldo Product Services (APS).

APS general manager Nicholas Martire said the team was looking to attract a younger customer, aged 16 to 24 years old, rather than the current 25 to 40 age bracket, by making changes to both the look of the range and its price architecture.

The first range under the new deal will launch in August for autumn 13. It will comprise 90 SKUs, up from the current 15-piece range. The average retail price will start at £40 for ballet flats, rising to £150 for boots. At present, flat shoes start at about £55.

“Shellys is an iconic heritage brand and we were interested in it because of the increase in popularity of the more casual fashion footwear styles over the past few years,” Martire said. “We saw a real opportunity to take this brand and turn it into something that appeals to a younger customer, which in turn will give it much wider distribution.

“You will still see the iconic boots and creepers that the brand is known for but we will also be adding a lot more flat footwear styles and wedges.”

So far APS has secured UK stockists including etailer Asos, young fashion retailers Urban Outfitters and Bank, and footwear chain Soletrader.

It is also expanding internationally through US department store Nordstrom and European footwear

etailer Zalando.

“We need to make sure the brand is known and in order to do that we have to be in the major ecommerce players and department stores,” Martire said.

Shellys previously existed as a retailer, with three stores in London, as well as a brand. In 2007 its Oxford Circus store closed and the business was put up for sale by its then owner Stylo.

In March 2008, the Shellys brand name and intellectual property was sold to footwear

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